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CONTENTS
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EXECUTIVE SUMMARY Herschel Supply Co. was founded in 2009 by brothers Jamie and Lyndon Cormack, who named the company after the town their family lived in for three generations. The two also own Herschel Capital Co. (their investment arm), own stakes in Need Supply Co. and recently acquired the retailer Totokaelo and Showroom. Based in Vancouver with offices in LA and China, with Lyndon as their CEO, they continue to be a private company selling online and through other retailers.
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wanderlust heritage youth
ABOUT HERSCHEL In the early 1900s, Peter Alexander Cormack, a barrel maker by trade, and his wife Annie made the journey from Wick, Scotland, to Canada. The couple settled in the small town of Herschel, whose population today is counted at 30 residents. Founded in 2009 by brothers Jamie and Lyndon Cormack, Herschel Supply Co. adopted the name of the town where three generations of their family grew up. Based in Vancouver, Canada, Herschel Supply Co. is a design driven global accessories brand that produces quality products with a fine regard for detail.
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P r i c e - Poin t Po sit ion in g
Lower-mid range geared towards young adults. Best selling backpack “The Heritage” is $74.99 The lowest is Alpine Youth Beanie $11.99 and highest is Trade Luggage L $329.99
Va l u e Prop o sit ion
Create a long-life product that is modern and fashionably detailed
M o st Pop u l a r R et a i l e rs Urban Outfitters Zumiez Nordstrom Macy’s
H ow T h ey S e l l
Over 5000 US retailers sell Herschel Supply Co. Imagined a small boutique or hip department store. They design in their Vancouver and LA office. They have 15 factories in China.
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COMPANY HISTORY In the early 1900s, Peter Alexander Cormack, a barrel maker by trade, and his wife Annie made the journey from Wick, Scotland, to Canada. The couple settled in the small town of Herschel, whose population today is counted at 30 residents. Founded in 2009 by brothers Jamie and Lyndon Cormack, Herschel Supply Co. adopted the name of the town where three generations of their family grew up. Based in Vancouver, Canada, Herschel Supply Co. is a design driven global accessories brand that produces quality products with a fine regard for detail.
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BRAND AS A SYMBOL
BRAND AS A PERSON College Student West-Coast Minded Utilitarian Sneakerhead Commuter
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BRAND AS A PRODUCT
BRAND AS AN ORGANIZATION Private
Modern
Heritage
Contemporary
Nostalgic
Classic
Moderate
Clean
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STRENGTHS - Utilitarian nostalgic product - Strong Online Presence - Beautifully curated marketing and branding on all social media platforms (video, lookbooks, instagram posts) - Partnered with many retailers - Collaborations with many well respected brands and retailers (New Balance, Stussy, Coca Cola) - Strong Product lines - Editorial presence - Old style with new aesthetic
OPPORTUNITIES - Opening a flagship store - Partnership with niche brands - In-house product development and prototyping - International retail stores - Partner with colleges and universities
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WEAKNESSES
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- No physical stores of their own - Only a small and select amount of product is available at each retailer - Young brand with little heritage and history - Similar advertising campaign
THREATS - Growing up of other sustainable brands (etc.) - Shopping habits millennials - “Hipster� trend going out of style
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CUSTOMER PROFILE 18-35 year old
Primary Customer: College students
Secondary Customer: Young working millennials, High school students
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ST E V E N 25-year-old Travel Blogger Originally from Vancouver, now living in LA Annual income of $65,000 Fitness and lifestyle oriented Love to collect men’s backpacks and accessories VALS profile: The Experiencer and Innovator Claritas profile: Young Digerati, Young Achievers
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A M I RA 21 years old Junior student from UCLA School of the Arts and Architecture, major in Design Media Arts Vegetarian Works part time in an art studio with an income about $1000 per month. Derives money from family but is highly influential Interested in contemporary art and pop music VALS profile: The Maker Claritas profile: The Connected Bohemian
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JOSE 17 years old Grew up in Inglewood (90301) High school student at IHS Mom works as a nurse Interested in poetry, fairly smart but a “slacker� Loves skating Commutes into DTLA to skate with his friends Wants to buy Supreme, settles for Urban Outfitters VALS Profile: The Striver Claritas profile: Big city blues
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HUMAN RESOURCES Store Manager (1)
Be responsible for maintaining the overall image of the store,executing on marketing activities and taking care of the day to day operations of the store and ensures maximum profitability for Herschel pop-up store.
Assistant Manager (1) Provide retail marketing support to the store manager. QUALI FICATIONS:
2 years in a Marketing role at Manager level Bachelor’s degree or equivalent work experience Experience working within a wholesale distribution is an asset Superior communication skills Strong computer skills (Microsoft Office, Adobe CS and Web applications) Comfortable in a team oriented environment, and able to support big picture team and brand goals Creative, results driven working knowledge of trends, style and industry Able to prioritize, manage deadlines, and make decisions under pressure Resourceful & strong problem solving skills Strong work ethic, integrity and ambition to succeed Highly organized and detail oriented 18
Keyholder (1): Be responsible for opening and/or closing the store and ensuring that proper store procedures and policies
are followed when store management is not on duty or unavailable on the floor. The Key Holder will supervise all employees and oversee sales, merchandising, guest service and all operational functions in the absence of store management. QUALI FICATIONS:
Associate’s degree, 2 yrs. relevant work experience or equivalent combination of education and relevant work experience; a concentration in merchandising preferred. 2 yrs. of progressively responsible retail management experience; supervisory experience is preferred. Demonstrated competency in sales, products and service. Proven ability to motivate and lead diverse teams. Knowledge of retail merchandising practices. Solid communication, customer service, and problem-solving skills and the ability to work in a fast paced environment are also essential. Scheduling flexibility is required. Must be able to work 5, 5 hour shifts during morning and evening hours.
Salespersons (8) Be
responsible for working closely with customers to determine their needs, answer their questions about our products and recommend the right solutions. Also be able to promptly resolve customer complaints and ensure maximum client satisfaction. QUALI FICATIONS:
Proven work experience as a Retail Sales associate, Sales representative or similar role Basic understanding of sales principles and customer service practices Proficiency in English Basic Math skills Working knowledge of customer and market dynamics and requirements Track record of over-achieving sales quota Hands-on experience with POS and Ipad transactions Familiarity with inventory procedures Solid communication and interpersonal skills A friendly and energetic personality with customer service focus Ability to perform under pressure and address complaints in a timely manner Availability to work flexible shifts High school degree; BS degree in Marketing or related field would be a plus 19
TOP COMPETITORS TOPO DESIGNS $8.3 M (Jedd Rose) POLER $2.2 M (Benji Wagner) EASTPAK $3.8 (Stefano Saccone) FJALLRAVEN $9.8 (Ã…ke Nordin) Jansport $18.5M (Steve Munn) Supreme $60.0M (James Jebbia)
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PRICE/ACCESSIBILITY MATRIX 21
LEGAL CONDUCT 22
Business permits and other requirements in the City of Los Angeles
Business type: Clothing and Clothing Accessories Store
medical condition (cured cancer), and refusal of family care leave. Discrimination in housing, public services and accommodations is also prohibited.
Occupational Safety and Health Information Burgular Alarm Permit A permit must be obtained from this
department for any businesses requiring a burglar alarm or security system.
Business License - Business Tax Certificate
Required for all entities doing business within city limits. See “County Unincorporated” for businesses located outside of city limits.
Hazardous Materials / Waste Management Program
Subject to local CUPA/HMUPA and accidental release program if handling any hazardous materials, generating or treating hazardous waste, storing in aboveground or underground storage tanks.
Zoning Approval
Permitted uses, development regulations, design review, sign permit, parking regulations.
Business Personal Property
Property used in the operation of a business such as machinery, equipment, trade fixtures, etc. is taxable and subject to assessment. Business operations need to file a Business Property Statement annually with the Assessor declaring property on hand as of January 1 of each year. Generally those businesses with personal property and fixtures with a cost less that $100,000 are not required to file a property statement.
Discrimination Law
Harassment or discrimination in employment is prohibited if it is based on a person’s race, ancestry, national origin, color, sex (including pregnancy), sexual orientation, religion, physical disability (including AIDS), mental disability, marital status,
Businesses with employees must prepare an Injury and Illness Prevention Plan. The state provides a no-fee consultation service to assist employers with preventing unsafe working conditions and workplace hazards.
Registration Form for Employers
Required to file a registration form within 15 days after paying more than $100.00 in wages to one or more employees. No distinction is made between full-time and part-time or permanent and temporary employees in meeting this requirement.
Sales & Use Permit (Seller’s Permit)
All businesses selling or leasing tangible property must obtain a Seller’s Permit.
State Income Tax Information
Businesses should obtain the appropriate State income tax forms from the Franchise Tax Board.
Wage/Hour Laws
Businesses with employees must comply with laws establishing minimum standards for wages, hours and working conditions.
Employer Identification Number (EIN or SSN)
Employers with employees, business partnerships, and corporations, must obtain an Employer Identification Number from the I.R.S. Businesses can obtain appropriate Federal income tax forms from this location.
Proof of Residency Requirement
Employees hired after November 6, 1986 must provide proof of eligibility to work in the United States. 23
ZONING LAWS 24
Commercial Zones
Zone C-1: Restricted Business
Permitted Uses
Zone C-H uses, commercial services, retail sales of new goods and genuine antiques (22.28.080)
Minimum Required Area
No minimum required area. But see 21.24.240 of L.A. County Code - Subdivisions
Maximum Height Limit
35 feet, or as provided in community standards district (22.28.120)
Minimum Required Parking
General commercial and medical offices - 1 parking space for each 250 sq. ft. of floor space. Other office uses - 1 parking space per each 400 sq. ft. of floor space (22.52.1100). See applicable use -- Part 11, Chapter 22.52
Eating/drinking Establishments
1 parking space for each 3 persons, based on occupant load determined by Public Works Department, (minimum of 10 parking spaces). (22.52.1110)
Maximum Lot Coverage
90% of net area of lot 10% of net area must be landscaped (22.28.120)
Outside Display
C-H uses plus a few additional uses (22.28.120)
Outside Storage
Not permitted (22.28.120)
Building Setback
20 feet for front or corner side yards where property adjoins a parkway, major or secondary highway. On local streets - same as the adjoining residential or agricultural-zoned property (22.28.120)
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GROWTH 0-72 countries in 6 years. Sold 8,000 backpacks the first year. Selling millions per year now. Sold at more than 5,000 stores in the US alone. Wholesales to retailers in 40 countries. Opened a flagship in Milan. Acquired Totokaelo & Need Supply shares.
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STORE LOCATION
74 0 3 r d S T. L O S A N G E L E S , CA 9 0 0 1 3
D o w n to wn L A Arts D ist ri c t: 9 0 0 1 2 , 90013, 90014 L o we s t r e n t rat e: $ 4 /sq uare feet 3 r d S T . A N D TRACT I O N S T . On t h e b o r d e r of DTLA’ s g raffi ti murals and Lit t le T o kyo l ie an d a n ex p one nt ia l ly growin g area f or ret a i l co m m e rce. DT LA sti ll has low rent rat es t o at t ra ct n e w s tores. T he ne a r by col le g e s bring c o mm e rce an d youth from i ts stud ent s . DT L A p roj e c te d to b e a b o om town: L A Co u n ty w i l l host more than 2 2 ,0 00 new h o u s in g s tar ts and 6 5 ,0 0 0 b rand ne w jobs in 2 0 1 6 —n u m b e r s that are “ 5 .0 ti mes and 7. 2 t imes m o re than th e av erag e o f the top 1 00 count ies in t h e co u n t r y , r esp ec ti v ely .”
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Surround ing Are as
H istoric Core, S out h Park, Ar ts D i st r i c t , Fa s hi o n D i st r i c t
Large st Col le ge s in DTLA
A-Te chnical Col le ge S CI Archite ct ure FI DM Annex US C Fas hion Inst it ute of D e s ign & Me rc ha nd i s i ng Chicago S cho ol of Psycholo gy LA Communit y Col le ge
DTLA Overview
45% e arn le s s t han $25k 30% of t he p opulat ion is young (2 1 -3 4 ) a nd i s the l a rg e st p o p ul ati o n H igh his p anic p opulat ion and d i ve rs i ty Chinatown lo cate d in t he cente r S e condary p opulat ion is midd l e a g e d 1 4 % a nd e l de r l y 1 6 % Various col le ge campus e s yie l d hi g h stude nt p o p ul ati o n
Large st D emo graphic
Urb an E lders (M ids cale M idd l e A g e w/o K i ds ) Conne cte d Bohemians (M ids ca l e Yo ung e r w/o K i ds )
DTLA Average Rent $35 PR S Q FT
Safety and Busine ss
24 Hr. S afet y and Maintenance S e r vi c e s – “T he P urp l e Pat ro l ”
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Neighb ors
Simi lar Retai lers in
Umam i B u rg er 3. 1 P h i l l ip L im Le L ab o
F I G at7t h Store s : Zara H &M M AC G rand Cent ral Market : Vari ous fo o d vendors 9 th and Bro adway: Ac ne St ud io s Ae so p APC Oak NYC N i ke Vault DTLA A rt s Dist rict (3rd St re et ): Warby Parker Po keto Ap ol i s Alc hemy Works Shi nola U rb an O ut f it ters F i fth Flo or T he Wel l U nd efe ate d TenO verS ix M al i n & G o et z Ki t & A ce
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MARKET ANALYSIS HERSCHEL + DTLA
81% l ive/work in t he are a
5 0 K + R E S I DE N T S 5 0 0 K + WE E KDAY P O P ULAT I ON 1 9 M V I S I T O RS P E R Y E AR 9 9 K M E D I AN I N CO M E 8 1 % L i v e/ w o rk in DT LA 8 0 % S h o p n e a r w he r e the y w or k 8 3 % O f re s i d e n ts a bout pa ssionate a bout DT LA
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si ngle hous ehold
high d i versi ty I N COME 4 5 % e arn
l e ss than $25K
AGE
D EMOGRA PH ICS
YOUNG, COMMUTING STUDENTS & WORKERS A REA CHA RACTE R IS TICS GENTRI FICATION
3 0% are
aged 21 -3 4
D evelop ers continu e to p our more and more into b outique hotels and bi l l ion-d ol lar me gaproje cts for the neighb orho o d as the lo cal community grows simultane ously. CRI ME I NDEX D owntown Center Busine ss Improvement Dist rict (D CBI D) has b e en a catalyst in D owntown Lo s Angele s ’ t ransformation into a vi brant 24/7 neighb orho o d. A co al ition of ne arly 1,700 prop erty owners in the Cent ral Busine ss Dist rict , the D CBI D memb ers are unite d in their commit ment to enhance the qual ity of l ife in D owntown Lo s Angele s.
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P S Y C H OG RAP H I CS D OW N T O W N LA P O P ULAT I O N : CONNECTED BOHEM IANS (PRIZM) M idscale Younger Mo stly w/o Kids A col le ction of mobi le urb anite s, Conne cte d Bohemians rep re sent the nation’s mo st l i b eral l ife style s. Its re sidents are a pro gre ssive mix of te ch savvy, young single s, couple s, and fami l ie s ranging from students to profe ssionals. In their funky row house s and ap art ments, Bohemian M ixers are the e arly adopters who are quick to che ck out the late st movi e, nightclub, laptop, and microbrew. US Households: 1,925,048 (1.56%) Me d ian Household Income: $49,709 LI FESTYLE & MEDIA TRAITS O wns a hybrid vehicle Eats at Starbucks Shop s at Expre ss G o e s skiing/snowb o ard ing Visits the M idd le East DEMO GRAPH I CS TRAITS Urb anicity: Urb an Income: M idscale Household Te chnolo gy: H ighe st Income Pro duc ing Assets: Ab ove Avg. Age Range s: Age 25-44 Pre sence of Kids: Mo stly w/o Kids Home ownership: Renters Employment Levels: Management and Profe ssional Ed ucation Levels: Col le ge Graduate
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TA RGET MA RK ET CH A RACTE R IS TICS FOOT TRAFFIC: This is a p e de st rian-he avy are a, with up to 3000 hourly. There are higher p ercentage s of bi kers and publ ic t ransp ortation users rather than drivers due to the l ivework p opulation. HOW LI V E/ WOR K GETS TO WOR K :
62%
wal k 14%
b i ke
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P O P UP DAT E S :
MAY - SEPTEMBER S UMME R VACAT I O N + B ACK T O S CHO O L The highe st gro ssing months for Herschel Supply Co. due to t ravel and scho ol ne ce ssitie s.
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FLOORPLAN 36
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I N S P I RAT I O N : “ P L AY ” B Y E V E R L A N E ALEXANDER WANG SOHO FLAGSH I P V I N TAG E A RCA D E GA M ES
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STORE CONCEPT
We d e s ig n e d a store that envelo p s the vis itor in Hers chel’s h ig h er- en d b ran d ima g e whi l e enc o u rag e s th e m to inte ra ct , l i ng er, a nd share t heir exp erien ce on s o cial me d i a .
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740 3rd ST. LOS A NGELE S , CA 9 0 0 1 3 40
THE FEATURES
HIGH-END HERSCHEL BAGS I N W I N D O W D I S P L AY
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INDUSTRIAL PIPES SUSPENDED FROM T H E C E I L I N G D EC O R AT E D W I T H GRAPE IVY AND UNCOMMON, S P E C I A L LY C U R A T E D B A G S
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T A C T I C A L LY P L A C E D M I R R O R S , S E A T I N G , A N D C H A R G I N G S TAT I O N
SPECIAL HERSCHEL PRINT CRANE MACHINES FILLED WITH CHARLIE WA L L E T S A N D PATC H E S
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1
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I N L E T W A L L S F E A T U R I N G T H E B E S TS E L L I N G S E T T L E M E N T B A C K PA C K S
W H I T E WA L L B A C K PA C K D I S P L AY
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COUCHES AND BOOKSHELF FILLED W I T H I S S U E S O F “ T H E J O U R N A L”
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PATC H I R O N I N G S TAT I O N W I T H A S S O C I AT E A S S I S TA N C E A N D B A S E B A L L C A P WA L L D I S P L AY
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PATC H I R O N I N G S TAT I O N W I T H A S S O C I AT E A S S I S TA N C E A N D B A S E B A L L C A P WA L L D I S P L AY
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INDUSTRIAL PIPES SUSPENDED FROM T H E C E I L I N G D EC O R AT E D W I T H GRAPE IVY AND UNCOMMON, S P E C I A L LY C U R A T E D B A G S
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5 SPECIAL HERSCHEL PRINT CRANE MACHINES FILLED WITH CHARLIE WA L L E T S A N D PATC H E S
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I N L E T W A L L S F E A T U R I N G T H E B E S TS E L L I N G S E T T L E M E N T B A C K PA C K S
T A C T I C A L LY P L A C E D M I R R O R S , S E A T I N G , A N D C H A R G I N G S TAT I O N
COUCHES AND BOOKSHELF FILLED W I T H I S S U E S O F “ T H E J O U R N A L”
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W H I T E WA L L B A C K PA C K D I S P L AY
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G R E E N E R Y S P ECS :
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MARKETING & ADVERTISING Herschel Supply Co. has a st rong so cial me d ia pre sence with 880k fol lowers on Instagram, visual ly stunning ad camp aigns, and a mini-serie s on their YouTub e channel that they also fe ature on their site and Faceb o ok profi le. They publ ish their own e d itorial cal le d The Journal and are up to their sixth issue. They use influencers on so cial me d ia and are constantly fe ature d on style e d itorials and blo gs.
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Social Media Instagram Th e Hers c h e l I n st a gra m p a g e w i l l b e p o st i n g p rom ot i o na l i ma ge s a n d c a pt i o n s i n o rd e r to l et ou r fol l owe rs k n ow a b o u t t h e Po p - Up S h o p a n d i t s l o c at i o n , o p e n i n g d ate , l a u n c h p a r t y, s a l e s a n d p rom ot i o n s , a n d w h i c h s p e c i a l i te m s w i l l b e ava i l a b l e . T h i s w i l l b e d o n e st rate g i c a l l y t h ro u gh o u t t h e m on t h pr i o r to o p e n i n g i n o rd e r to e n s u re t hat i t i s a s i n fo rmat i ve a s p o s s i b l e fo r o u r t a rget ma r ket .
Editorials Highsnobiety + Hypebeast + Business of Fashion These online trade news sites will be releasing a story about Herschel’s Pop-up shop plans, with the first details released for anyone interested and promoting the launch party event and its details, giveaways, and promotions.
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LAUNCH PLAN Herschel STUDIO Opening Event On Herschel Studio’s opening day, May 1st, there will be an event to promote the new shop and its product. A free limited edition patch (normally $5) will be given to anyone who purchases a product and it will be ironed onto any accessory in the ironing station free of charge. Free limited edition stickers will also be available to guests. The details about the event will be shared on social media pages like facebook, instagram, and snapchat in order to get the word out to anyone that may be in the area. There will also be direct mailers going to homes within the county that have a high relation to our demographic in case they do not follow Herschel on social media. Finger foods and ice cream ill be served nextdoor at Umami Burger to guests who attend the launch event as well, inviting them for a snack and a look at the new store with an experience to remember on a sunny spring day in LA.
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CRANE MACHINE ASSORTMENT
CH A R L IE WA L L E TS Two of each wallet wi ll be in t he ma c hi ne a nd r e p l e nis he d a s ne e de d.
N AV Y/C O B A LT P O LKA DOT
DA RK S HA DOW WRI N K L E D N YL ON
GR EY
$24.99
$24.99
$19.99
N AT U R A L C O D E
N AV Y PE BBL E D L E AT HE R
SH I NY CO PPER
$19.99
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$29.99
$24.99
CA N T EEN C R O SS H ATC H
WOODL A N D CA M O
NAVY
$19.99
$19.99
$19.99
W I N D SO R W I N E
T WI L I GHT BLUE / WH I T E DOT S
LI MOGES CROSSH ATCH
$19.99
$24.99
$19.99
PATC H E S Two o f e ach s ty le w i ll b e i n the machine and replenis hed as needed.
ASSORTED PATCH ES $9.99 EACH
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WINDOW DISPLAY ASSORTMENT On e o f e ach b ag sty le w i ll b e hung in s pecif ic at reas of t he pipes .
B A R LO W B AC K PAC K M ED IU M D ESERT F LO W ER $109.99
APEX DAY TO N BACKPACK NAVY MOON S T RUC K MA M M OT H B AC K PAC K
$199.99
$ 99.99
C OA S T DUFFL E V I N E YA RD GRE E N TA RPAUL I N
K E RA M A S TOTE QUA RRY TA RPAULI N $89.99
$129.99
CENTER TABLE
NOVEL DUFFLE CLOUD PI NK $84.99
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HANGING PIPELINE ASSORTMENT On e o f e ach b ag sty le w i ll b e hung in s pecif ic at reas of t he pipes .
P O S T BAC KPAC K P E L I CAN FL O RA
SUTTON DUFFLE Q UA R R Y TA R PAUL I N
POS T BAC K PAC K C L OUD-PI N K /A S H
K E RA MAS TOTE QUA RR Y TAR PAULI N
BAMFIELD TOTE WH ITE/GR EY
$ 6 4. 99
$89.99
$64.99
$89.99
$89.99
R EI D BAC KPAC K NECTARI NE C ROS S H ATC H
K ER A M A S T OT E Q UA R R Y TA R PAUL I N
L I T T L E A M E RI CA BAC K PAC K BRI N DL E /C OBA LT RUBBE R
M AR KET TO TE C LO UD PI NK
SETTLEMENT BACKPACK CLEARWATER TAR PAULI N
$ 5 9. 99
$89.99
$99.99
$5 9.99
$139.99
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WHITE WALL ASSORTMENT
INSET SHELVES ASSORTMENT
Fo u r o f e ach b ac kp ac k sty le w i ll b e h o ri zo n tal l y s p r ead o ut o n the wall.
O ne of each w i l l be i n e a c h i nl e t s he l f .
M O O N ST R U CK MAMMOTH B AC K PAC K M ED IU M
TWI LIGH T BLUE/BLACK SETTLEMENT BACKPACK $69.99
$99.99
M O O N ST R U CK B A R LO W B AC K PAC K M ED IU M
WI NETASTI NG CR OSSH ATCH SETTLEMENT BACKPACK
$109.99
$59.99
P ELICA N PA R K ER B AC K PAC K $49.99
CAR AMEL SETTLEMENT BACKPACK $59.99
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IRONING STATION ASSORTMENT On e o f e ach p atc h w i ll b e hung on the wall, and t hree of each cap wi ll be vert i c a l l y s p r e a d o ut.
A LB ERT CA P N AV Y $34.99
A LB ERT CA P W H IT E C O R D U R O Y $34.99
G LEN DA LE CA P R O B I N S EG G B LU E $34.99
G LEN DA LE CA P WA S H ED P I N K $34.99 ASSO RTED PATCH ES $9.99 EACH
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MERCHANDISE ASSORTMENT PLANNING SPREADSHEET LOCATION FOOT TRAFFIC % OF CONVERSION TRAFFIC/FALL
37500 0.008
43750 0.008
DAY 2
DAY 3
DAY 4
Avr. Basket
500 0.05 150
250 0.05 70
300 0.07 70
350 0.07 90
Daily Revenue
3750
875
1470
2205
COGS
1500 DAY 1 787.5 825
350 DAY 2 183.75 192.5
588 DAY 3 308.7 323.4
882 DAY 4 463.05 485.1
Conv %
(MKUP 60%)
31250 0.008
DAY 1 Footfall
PRODUCT %
62500 0.008
50000 0.008
62500 0.008
68750 0.008
DAY 5 400
DAY 6 500
DAY 7 550
0.08 120
0.08 150
0.08 165
3840 1536 DAY 5
6000 2400 DAY 6
7260 2904 DAY 7
806.4
1260
1524.6
Wallets Backpacks
0.21 0.22
Totes Caps Duffles Patches Total
0.1 0.07 0.05 0.35 1
375 262.5 187.5 1312.5
87.5 61.25 43.75 306.25
147 102.9 73.5 514.5
220.5 154.35 110.25 771.75
844.8 384 268.8 192 1344
1320 600 420 300 2100
1597.2 726 508.2 363 2541
PRODUCT AVR. PRICE Wallets 22.5 Backpacks 91.5 Totes 70 Caps 35 Duffles 101.66 Patches 10
DAY 1 35 9 5 8 2 131
DAY 2 8 2 1 2 1 31
DAY 3 14 4 2 3 1 52
DAY 4 2 5 3 5 1 77
DAY 5 36 9 6 8 2 135
DAY 6 56 15 9 12 3 210
DAY 7 68 17 11 15 4 254
TOTAL
219 61 37 53 14 890
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Style
Size
Color
Barlow Backpack Coast Duffle Apex Dayton Backpack
Medium
Desert Flower Vineyard Green Tarpaulin Navy
Alexander Tote
Quarry Tarpaulin Total
WEEKLY SALES & BUDGET
Style
Size
Color
Mammoth Backpack Barlow Backpack Parker Backpack
Medium Medium
Moonstruck Moonstruck Pelican Total
Style
Size
Color
Settlement Backpack Settlement Backpack Settlement Backpack
Medium Medium Medium
Twilight Blue/Black Winetasting Crosshatch Caramel Total
Style
Size
Albert Cap Albert Cap Glendale Cap Glendale Cap
Color
Navy White Corduroy Robins Egg Blue Washed Pink Total
PRICE ($)
TOTAL ($)
3 5 3
109.99 129.99 199.99
329.97 649.95 599.97
3 14
109.99
329.97 1909.86
QUANTITY
PRICE ($)
TOTAL ($)
6 6 6 18
99.99 109.99 49.99
599.94 659.94 299.94 1559.82
QUANTITY
PRICE ($)
TOTAL ($)
4 4 4 12
69.99 59.99 59.99
279.96 239.96 239.96 759.88
QUANTITY
PRICE ($)
TOTAL ($)
13 14 13 13 53
34.99 34.99 34.99 34.99
454.87 489.86 454.87 454.87 1399.6
Style
Size
Color
QUANTITY
PRICE ($)
TOTAL ($)
Post Backpack Sutton Duffle
Medium X-Small
Pelican Flora Quarry Tarpaulin
5 7
64.99 89.99
324.95 629.93
Post Backpack Keramas Tote
Medium
Cloud Pink/Ash Quarry Tarpaulin
5 7
64.99 49.99
324.95 349.93
White/Grey Nectarine Crosshatch
7 5
89.99 59.99
629.93 299.95
Brindle/Cobalt Native Rubber Clearwater Tarpaulin
5 5
99.99 109.99
499.95 549.95
8 5 9 68
59.99 139.99 84.99
479.92 699.95 764.91 5554.32
Bamfield Tote Reid Backpack
Mid-Volume
Little America Backpack Alexander Tote Market Tote Settlement Backpack Novel Duffle
Medium
Cloud Pink Clearwater Tarpaulin Cloud Pink Total
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QUANTITY
COGS:
9984.512
TOTAL WEEKLY SALES:
24961.28 QUANTITY
PRICE ($)
TOTAL ($)
890
10
8900
Patches
Charlie Wallets
QUANTITY
PRICE ($)
TOTAL ($)
Navy Cobalt Polka Dot Natural Code Canteen Crosshatch
16 20 20
24.99 19.99 19.99
399.84 399.8 399.8
Windsor Wine Dark Shadow Wrinkled Nylon Navy Pebbled Leather Woodland Camo
20 16 16 20
19.99 24.99 29.99 19.99
399.8 399.84 479.84 399.8
16 20 16 20 20 220
24.99 19.99 24.99 19.99 19.99
399.84 399.8 399.84 399.8 399.8 4877.8
Twilight Blue/White Dots Grey Shiny Copper Navy Limoges Crosshatch TOTAL
COGS:
9984.512
TOTAL WEEKLY SALES:
24961.28 QUANTITY
PRICE ($)
TOTAL ($)
890
10
8900
QUANTITY
PRICE ($)
TOTAL ($)
Patches
Charlie Wallets
TOTAL WEEKLY SALES COGS 5 MONTH SALARY Manager Assistant Manager Keyholder Sales Associate
Navy Cobalt Polka Dot Natural Code Canteen Crosshatch 24961.28 Windsor Wine TOTAL MONTHLY SALES
9984.51 MONTHLY COGS Dark Shadow Wrinkled Nylon Navy Pebbled Leather Woodland Camototal Twilight 25,000 Blue/White Dots 18,750
Grey 12,500 Shiny Copper 4200 Navy Limoges Crosshatch TOTAL
16 20 20 20
25,000 18,750 12,500 33600 89,850
16 16 20 16 20 16 20 20 220
24.99 19.99 19.99 99845.12 519.99 MO SALES
39938.04 524.99 MO COGS
399.84 399.8 399.8 399.8
499225.6 199690.2
399.84 29.99 479.84 OPERATING EXPENSES 19.99 399.8 Rent 24.99 399.84
5 Months
7,200 60 216 144 144
WiFi 19.99 399.8 Utilities/Electricity 24.99 399.84 Legal/Accounting 19.99 399.8 Supplies/Janitorial 19.99
399.8
4877.8
Total
36000 300 1080 720 720 38820
TOTAL EXPENSES 328,360 TOTAL PROFIT 170,865 TOTAL BUDGET 350,000
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PESTEL ANALYSIS Political
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Economic
DTLA leans democratic, Los Angeles County has voted Democratic in every Presidential election since 1988. The recent legalization of Marijuana in the state of California is something to be noted, as the economy may have a new market. The crime rate in LA is increasing, and the mayor has yet to make a statement or action plan.
$15,003 is the median household income (2008 dollars), which low for the city of Los Angeles and low for the county. In Los Angeles County, Boyle Heights, Jefferson Park and Westmont have the most similar household incomes. The percentage of households earning $20,000 or less is high for the county. Most of our customers will be commuters and visiting shoppers from other parts of the Los Angeles County and many other places.
Social
Technological
The median age is 39, old for the city of Los Angeles and old for the county. In Los Angeles County, Agua Dulce, Arcadia and Beverly Grove have similar median ages. The percentages of residents ages 19 to 34, 65 and older, 35 to 49 and 50 to 64 are among the county’s highest. Mexican (23.1%) and Korean (3.6%) are the most common ancestries. 11,656 (41.9%) of residents are foreign born, about average for the city of Los Angeles but high for the county. Mexico (44.7%) and Korea (17.0%) are the most common foreign places of birth.
There are now 78 tech-oriented firms in DTLA. They encompass mobile apps, hardware, digital media and cleantech companies plus co-working spaces, start-up incubators and other related businesses.That desire for ultra-urbanism has spilled over into downtown’s tech office spaces, with companies largely shunning skyscrapers in favor of historical buildings and abandoned industrial warehouses. General Assembly — an education institution that offers courses in tech, design and business — opened a downtown L.A. campus at the Reef in December. L.A. offices of Facebook and YouTube, or Venice, home to Snapchat and boasting a sizable Google presence, with Yahoo in the near future.
Environmental
Legal
It is an urban area. The herschel pop up shop will contain sustainable fixtures and pipes, as well as greenery being hung around the store to stand out against the industrial building and area.
Zoning laws are not too strict in Los Angeles County. DTLA can be dangerous with a high rate of crime, so there are safety laws and regulations that must be followed. Security systems must be up to par.
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Area Attractions Equal parts warehouse wasteland and burgeoning hub for LA’s young, professional and creative, the Arts District is the city’s neighborhood to watch. Sprinkled amidst these perimeters are the makings of a community rich in character, featuring stylish galleries, handsome coffee shops, socially conscious boutiques and some of the best restaurants and bars. Our Target Market is the type of person that would be found exploring the arts disctrict, whether it be for the good food and trendy restaurant experience or the art.
Infastructure Downtown LA is easily accessible. Most of our customers will be the type that travel by bike or skateboard, while others will be taking the metro. The Arts District station is a 13 minute walk away. There is parking on the street, as well as valet parking nearby. The new almeada square shopping center will have a parking lot that will be free to shoppers as well.
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MADE BY YOURS TRULY,
Ashlee Cruz Mengying Zhang Tian Shi Ryan Castelli
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